236 Marketing Trends found for Corporate / Mergers/alliances/demergers


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How the Ad Tech Minnow Is Shaping the TV Monster

Trend Summary: Commercial minutes per primetime hour have been edging up for years on US cable and broadcast TV.


It's rare that a small startup acquired by a media behemoth is ever heard of again, especially if it shapes the strategy of its new parent. However, just two years into TrueX's acquisition by 21st Century Fox, the ad tech company is more ...

[Estimated timeframe:Q1 2017]

... relevant than ever before as Fox and its rivals aggressively seek ways to reinvent TV advertising.

Fox bought TrueX for $200m in February 2015, a period when ad-skipping DVRs were already an institution, ad-free rivals like Netflix were growing fast, traditional TV ratings were falling and online video was beset by ad blocking and ad fraud.

TrueX's engagement ads - which allow streaming-video viewers to interact with a commercial in exchange for fewer or zero ads after that - weren't necessarily revolutionary on their own. But Truex brought to Fox a group of people and a culture that is currently jump-starting efforts to fix TV advertising.

Fox subsequently tapped several TrueX executives to help usher in ad innovation, including TrueX co-founder Joe Marchese, who was quickly named to the newly created role of president of advanced advertising products.

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7110

Global Marketers Enlist Small Local Business Partners

Trend Summary: According to a new study, global companies benefit from local marketing efforts.


Recent research suggests that global companies could act as though they were 'local' during the final stages of a marketing campaign, achieving this by  ...

[Estimated timeframe:Q4 2016]

... activating small business partners and local marketing leaders able to reach consumers with the correct local context and tone.

A report published last week by Brandmuscle, a Chicago-based localised marketing software company which enables brands to 'own' the local decision point by empowering its network of local distributors, dealers, franchisees and salespeople.

According to Brandmuscle's research, a majority (57%) of local marketers welcome support from global and national brands that sell via distributed local marketing.

Moreover, local marketing spend is on the rise. With local affiliates increasing their spend, 93% of the businesses surveyed said they plan to maintain or increase spending on digital marketing in 2017.

Read the original unabridged TheDrum.com article.
 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7028

Verizon/Yahoo Deal Set to Reshape Global Ad Industry

Trend Summary: Last week's acquisition of Yahoo by US media giant Verizon could reshape the global advertising industry.


The deal could generate deep shifts within the global advertising industry as Verizon plans to merge the Yahoo assets with AOL, acquired by Verizon in 2015. Jay Friedman, Chief Operating Office at Goodway Group, a leading managed-services programmatic partner believes this ...

[Estimated timeframe:Q3 2016]

...  "is the best outcome marketers could have hoped for in the industry".

The acquisition puts AOL on solid ground as the third platform CMOs must take seriously in the wake of Google and Facebook.

However, rivaling Facebook and Google is no easy task. Effectively integrating the myriad businesses into a single Verizon entity will be vital.

The deal's benefits to both Yahoo/AOL and the global advertising industry are legion. Speaking to MediaPost's Jay Friedman, Goodway Group's COO explained to Real-Time Daily via email: “This is the best outcome marketers could have hoped for in the industry. This acquisition puts AOL on solid ground as the third platform CMOs must take a meeting with behind Google and Facebook".

Verizon intends to compete with Google and Facebook in an industry where “scale is imperative.” And scale is the name of the game given that Yahoo brings with it an audience of one billion active worldwide users - including 600 million active mobile users, a host of influential consumer brand partnerships, a powerful programmatic advertising and data platform and a robust editorial team.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6944

Marketers Lobby for Global Ad Watchdog

Trend Summary:  The creation of a global advertising watchdog is under consideration.


Global trade association, the World Federation of Advertisers [WFA], has proposed the formation of an international  advertising watchdog to regulate internet ads as a means of countering the proliferating ...

[Estimated timeframe:Q3 2016]

... growth of ad blocking software.

The WFA, which represents marketers at major brands who collectively represent circa 90% of global adspend, made the announcement in response to recent research into ad blocking on mobiles.

According to a new study by ad blocking solutions company PageFair there are at least 419 million people worldwide blocking ads on their smartphones.

The WFA has responded to PageFair's findings by attributing the growth of ad blocking technology to consumers who lose patience with online ads. A solution to the problem, the WFA suggests, is better quality ads.

The trade body also proposes that all representative parties in the advertising chain - marketers, publishers and ad tech companies - form a global coalition to regulate ads.

Commenting on the news of the proposal, Jed Hallam, head of digital strategy at WPP Group's media arm Mindshare, said: “The WFA should be applauded for its proposed creation of a global advertising watchdog”.

He warned, however, there are “some gaps in the WFA's proposition which need to be addressed.

According to Mr Hallam: “Firstly, at the end of every ad is a human, so the interests of consumers need to be represented in order to cater to their needs and wants. Secondly distribution isn’t the only concern with online advertising – content also needs to be improved. People don’t block ads solely because they’re invasive or high frequency, they also block them because they are annoying and contain what they deem to be irrelevant content.”

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6900

New EU Law Will Regulate Marketers Use of Data

Trend Summary: The European Commission yesterday approved more stringent data privacy laws.


The General Data Protection Regulation [GDPR hereon] runs to more than two hundred pages, making it one of the most wide-ranging EU reforms to be passed in years. It also formalises ...

[Estimated timeframe:Q1 2018]

... concepts such as the ‘right to be forgotten’, data portability, data breach notification and accountability.

Companies falling foul of the GDPR guidelines could face massive fines of €20m, or up to four per cent of global revenues.

Businesses operating within the EU will need to be more transparent with their use of personal data, while individuals will have more control of their personal information.

The new bill means that marketers, increasingly reliant on data, will be compelled to rethink their consumer data practices and move more deftly come 2018 when GDPR comes into force.

Read the original unabridged The Drum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6877

Marketers Recruit Bots to Engage Consumers

Trend Summary: A raft of announcements by major media owners signals the advent of new brand-marketing opportunities via Chatbots.


Chat bots - computer programs that mimic conversation with people via artificial intelligence - are set to hit the mainstream, transforming the way users interact with the internet, ranging from a series of ...

[Estimated timeframe:Q2 2016]

... self-initiated tasks to a two-way "conversation".


The Chatbots are about to be launched by a raft of big names, among them Kik Messenger, Microsoft and Facebook. The mighty trio will virtually guarantee that the bots go mainstream virtually overnight.

According to Mike Roberts, head of messenger services at Kik:"Every major messenger is in [the chatbot space], and I can't remember the last time we've all made a bet together. It's only going to drive more interest."

Moreover, Facebook is expected to introduce a bot store. It has been trialling a service with six US retailers and last week announced a partnership with Dutch airline KLM, enabling Messenger users to automatically receive their itinerary, flight updates, check-in notifications, get their boarding passes, rebook flights when needed, and communicate with the airline "all from one contextual, canonical thread".

"Human language is the new user interface," hypes Microsoft ceo Satya Nadella, adding "Bots are like apps and digital assistants are like meta apps, or the new browsers. Intelligence is infused into all of your apps."

Read the original unabridged Warc.com article.
 

 

 

 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6872

Nielsen and Time Warner Form Brain Studies Partnership

Trend Summary: Time Warner has entered into a significant deal with global information and measurement company Nielsen.


The partnership builds on Time Warner Medialab’s existing neuroscience research which includes biometric and eye-tracking technology, enhanced facial coding and and EEG technology, an electrophysiological monitoring method that ...

[Estimated timeframe:Q2 2016]

... records electrical activity of the brain.

Medialab, launched by Time Warner in 2012, generates data on consumer behaviour for marketers and advertisers.

The new deal enables Nielsen to access Time Warner's engagement metrics for viewing and purchase experiences, blending with the former's existing Consumer Neuroscience biometric and neuroscience measuring technology.

Nielsen and Medialab have previously worked together on various subjects, among them distracted viewing, event-based viewing (sports and awards ceremonies), over-the-top platforms and ad exposure of multiple screens studies for advertising during the Super Bowl and National Collegiate Athletic Association sponsorships.

The two partners have also examined youth-based media (including toys, retail, video games, and entertainment); custom content and native advertising.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6869

Toyota Teams With Microsoft for Auto IT

Trend Summary: Toyota is expanding its partnership with Microsoft to develop new internet-connected vehicle services for owners and dealers.


The Japanese car giant has established Toyota Connected at its US headquarters in Texas, consolidating its existing connectivity services to act as the company's "data science" hub. Microsoft has a ...

 

[Estimated timeframe:Q2 2016]

... 5% stake in the venture.

The new organisation "will make lives easier" according to Zack Hicks, Toyota Motor North America's chief information officer who will also serve as ceo of Toyota Connected.

Among the services to be developed or expanded under the Toyota Connected banner are insurance coverage and rates based on owners' actual driving patterns. The partnership will also connect vehicle networks that can share information on traffic and weather conditions, such as icy roads; and information services tailored to a driver's habits and preferences.

The technology will also monitor drivers heart rate, glucose level and other personal health data. It will also provide support for Toyota's ongoing research in robotics and artificial intelligence, including the development of self-driving cars.

Read the original unabridged Reuters.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6868

'Unparalleled Precision' Technology Targets Consumers

Trend Summary: Using advanced analytics, marketers are now able to target prospects in a more focused and customised manner than ever before.


OTT video measurement company Tru Optik has partnered with global media agency Mindshare to create so called “micro-genres” that will enable media companies to target consumers with hitherto ...

[Estimated timeframe:Q1 2016]

... unprecedented precision.

A key element of the Mindshare/Tru Optic partnership is the massive amount of consumer data both companies will be able to leverage.

The jointly owned database will include anonymous information on more than 500 million US consumers, comprising in toto more than than twenty million pieces of content - numbers that will dwarf those of existing measurement companies such as Netflix.

As the market continues to grow, expanding globally, there will be an increased need for this calibre of information technology.

Summarises Tru Optik's Chief Strategist David Wiesenfeld: “If you’re advertising a new movie, you can target consumers who have watched similar movies on a one-to-one basis, at scale.”

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6854

'Internet of Things' Looms Ever Nearer

Trend Summary: Prophets of information technology believe that the next big trend in this field will be the so-called “Internet of Things”.


The Internet of Things [IoT] say the self-appointed prophets, will connect objects hitherto beyond the reach of IT’s tendrils enabling, for example, your sofa to contact your phone to tell you that you have left your wallet behind, while your 'intelligent' refrigerator  automatically orders groceries without you needing ...

[Estimated timeframe:Q1 2016]

... to make a shopping list.

This means it will be becessary to embed chips in your sofa, your wallet and your refrigerator to enable them to communicate with the rest of the world. And those chips will need power to run their communications.

In some cases this power will come from the electricity grid or a battery, although this is not always convenient. However scientists at the University of Washington in Seattle believe they have at least part of an answer to the problem: to reconfigure a chip’s communications so that they need almost no power to work.

Most conceptions of the internet of things assume that the chips in sofas, wallets, fridges and so on will use technologies such as Wi-Fi and Bluetooth to communicate with each other - either directly over short ranges or via a base-station connected to the outside world for long range connectivity.

However, for a conventional chip to broadcast a Wi-Fi signal requires two things. First, it must generate a narrow-band carrier wave. Secondly it must impress upon this wave a digital signal that a receiver can interpret.

Following Moore’s Law (that the number of transistors in a dense integrated circuit doubles approximately every two years) the components responsible for doing the impressing have become ever more efficient over the past couple of decades. However, those generating the carrier wave  have not done so.

Not having to generate its own carrier wave reduces a chip’s power consumption ten-thousandfold, because throwing the switch requires only a minuscule amount of current. Moreover, though trial prototypes do still use batteries, this current could instead be extracted from the part of the carrier wave that is absorbed.

Read the original unabridged Economist.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheEconomist.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6850



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